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How to Drive Travel Intent and Purchase with Content Marketing

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Today’s traveler isn’t looking to be “sold.” She’s looking for engaging, reliable online content to gather travel ideas and inspiration, sort out the options, and make travel purchase decisions. That means today’s travel marketer has to be there offering quality digital content on a consistent basis. With Google’s recent “Hummingbird” search algorithm update, fresh, original content is, more than ever, the key to attracting website traffic … and the quality of that material will drive engagement. This webcast explains the concept of content marketing for the travel marketer, and explores hands-on strategies, tips, guidelines and insights for driving awareness, engagement and purchase intent … using the power of travel content.

Speakers include:
Robert Patterson - MMGY
Scott Severson - DreamPlanGo
Joe Pulizzi - Content Marketing Institute

Published in: Marketing, Business, Technology
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How to Drive Travel Intent and Purchase with Content Marketing

  1. 1. How to Drive Travel Intent and Purchase with Content Marketing PRESENTED BY
  2. 2. Welcome and Introduction Rafat Ali CEO / Founder Skift PRESENTED BY
  3. 3. Today’s Webcast CONTENT MARKETING FOR TRAVEL FUELING THE CUSTOMER JOURNEY WITH CONTENT MARKETING CONTENT MARKETING RESEARCH AND TRENDS Robert Patterson MMGY Global Scott Severson DreamPlanGo Joe Pulizzi Content Marketing Institute QUESTIONS, ANSWERS AND DISCUSSION: Panel PRESENTED BY
  4. 4. CONTENT MARKETING FOR TRAVEL ROBERT PATTERSON VICE PRESIDENT OF CONTENT & SOCIAL STRATEGY MMGY GLOBAL
  5. 5. WE INSPIRE PEOPLE TO GO PLACES.
  6. 6. CONTENT IS THE ESSENCE OF BRAND
  7. 7. CONTENT MARKETING IS NOT COPYWRITING
  8. 8. OR HAVING A BLOG
  9. 9. CONTENT MARKETING IS STRATEGIC STORYTELLING
  10. 10. THAT LEVERAGES ALL MARKETING CHANNELS
  11. 11. LET ME SHARE A COUPLE OF CAMPAIGN STORIES WITH YOU
  12. 12. THANK YOU! ROBERT PATTERSON VICE PRESIDENT OF CONTENT & SOCIAL STRATEGY MMGY GLOBAL EMAIL: RPATTERSON@MMGYGLOBAL.COM TWITTER: @ROBERTPATTERSON
  13. 13. Fueling the Customer Journey with Content Marketing Scott Severson President DreamPlanGo sseverson@DreamPlanGo.com Twitter: @scottseverson Phone: 866-833-8791
  14. 14. DreamPlanGo Engages travelers through content and inspires them to discover and visit new places
  15. 15. Our message is resonating with clients and travelers
  16. 16. “You are more likely to summit Mount Everest than click a banner ad.” (Solve Media)
  17. 17. Tactic: Paid Media “Today, in the divide between content creation and content distribution, it is distribution/amplification that commands 70%-80% of the budget. This is not surprising, really, branded content may be great, but if it doesn’t reach an audience, it is merely wasted resources.” (MediaPost)
  18. 18. Tactic: Paid Media
  19. 19. Paid Media Case Study: Outer Banks, North Carolina Destination Showcase Page Social Media DPG Site DPG Travel Newsletter DPG Media Network Geo Targeting + Contextual Targeting + Self-Selection Outer Banks Website
  20. 20. Campaign Results/Outcomes 13,500 Targeted People Engaged with Outer Banks Content on DreamPlanGo for 2.23 minutes Video Plays: 2,261 Total Social Engagements and Actions: 61,363 Overall Photos Viewed: 5,385 Cost Per Lead Using Content: Exceeded CPL Goal by 226% Clicks: 2,135 (to client’s lead generation landing page) Photos Viewed: 5,385
  21. 21. Tactic: Leverage Photos
  22. 22. Tactic: Curate Inspirational Photos
  23. 23. Tactic: User Submitted Photos
  24. 24. Tactic: User Submitted Photos
  25. 25. Tactic: User Submitted Photos
  26. 26. Tactic: Owned Media – www.VisitCentralFlorida.com
  27. 27. Key Takeaways • To increase your bottom line - Focus on the top of your funnel • Use a combination of paid, earned, shared and owned media to add new people to your funnel • Leverage photos to create inspiration and engagement • Ensure your owned media offers useful content and is designed for subscription
  28. 28. Thank You! Scott Severson President DreamPlanGo sseverson@DreamPlanGo.com Twitter: @scottseverson Phone: 866-833-8791
  29. 29. CONTENT MARKETING RESEARCH AND TRENDS Joe Pulizzi Founder Content Marketing Institute
  30. 30. HOMEWORK The Most Famous Content Marketing Strategy In the World!
  31. 31. 38
  32. 32. Show Me the Research!
  33. 33. http://bitly.com/cm-research
  34. 34. Just 4 in 10 marketers believe their content marketing is effective
  35. 35. http://bitly.com/cm-research
  36. 36. Biggest Challenge: Producing Enough Content
  37. 37. Find Your Why
  38. 38. Why?
  39. 39. Welcome to Inc.com, the place Why? business where entrepreneurs and owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
  40. 40. Welcome to Inc.com, the place Why? business where entrepreneurs and owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. Core Target Audience What Will Be Delivered The Outcome for the Audience
  41. 41. THANK YOU! Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter
  42. 42. Questions, Answers and Discussion PRESENTED BY
  43. 43. Closing Remarks Rafat Ali CEO / Founder Skift PRESENTED BY

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